volume 9 issue 17/2020 FROM NORDIC NOIR TO BELGIAN BRIGHT? SHIFTING TV DRAMA PRODUCTION AND DISTRIBUTION IN SMALL MARKETS: THE CASE OF FLANDERS Tim Raats imec-SMIT, Vrije Universiteit Brussel
[email protected] Catalina Iordache imec-SMIT, Vrije Universiteit Brussel
[email protected] Abstract: Shifts in audio-visual production, distribution, and consumption have increased pressure on broadcasters as main financiers of domestic content in Europe. However, within the context of internationalisation and digitalisation, there are also new opportunities for the export of European content. By taking a close look at the evolution and increasing popularity of Flemish TV drama, this article identifies key explanatory factors for the export of content produced in a small media market. The analysis also discusses the extent to which the rise in exports may contribute to the increased sustainability of a small and fragile, yet vibrant audio-visual industry. Keywords: Flanders, Belgium, distribution, co-production, transnational television, small media market, TV drama 1 Introduction Non-linear viewing, cut-backs at the level of public service broadcasting, a shift in advertising spending from legacy media to online players, and the introduction of over-the-top players like Netflix or Amazon have put significant pressure on existing TV drama financing and on broadcasters, the main financiers of domestic content in Europe.1 This is particularly the case in smaller television markets, which are traditionally more dependent on public support,2 have a limited domestic market, and less potential for export.3 However, new platforms and services also increase opportunities for export and recoupment of TV drama investments.